CheethamBell JWT has been appointed by All About Food to launch its MasterChef Food range.

The Manchester agency is developing a campaign to encourage people to get into the kitchen and “master” various recipes and meals.

masterchef cbjwtIt will run online and in magazines.

“It’s great to be working with All About Food at such an exciting time .  All About Food have huge ambitions for the ‘MasterChef Food’ brand, and we look forward to working with them to achieve that success,” said Liz Jacobs, head of brand, CBJWT.

All About Food is based in Skelmersdale and has food licences for brands including Nando’s, PizzaExpress, Gourmet Burger Kitchen and The Hairy Dieters.

“I’m delighted to be working with CBJWT again. They have created a strong, creative and really well-branded campaign to support this very important launch. I continue to be impressed by the whole team,” added Declan Lockett, marketing director, All About Food.

MasterChef Food is a commercial partnership between Shine Group’s Shine 360 and All About Food. The range is inspired by, but not curated by anyone directly involved in the television series.